Plan de marketing digital para posicionar el laboratorio clínico "Divino Niño" de la ciudad de Guaranda

Abstract

The purpose of this degree work was to develop a digital marketing plan to position the “Divino Niño” clinical laboratory in the city of Guaranda, a theoretical basis was developed according to the subject. An interview was carried out to B.A. Gisela Taco, manager and owner, to determine the level of positioning through the adaptation of the RMG Matrix, in addition a survey was carried out directed to a sample of 381 people belonging to the economically active population (EAP) from Guaranda city. The most outstanding result was that 61% of respondents receive information through social networks, and also 46% of people have a reliability of results, of all respondents it was observed that 67% are willing to recommend the clinical laboratory " Divino Niño”. A SWOT matrix was also elaborated where it was possible to determine strengths and weaknesses of the internal part, opportunities and threats of the external part, in the same way, the MEFI matrix was developed highlighting the ethical variable in results, in the same way, in the MEFE matrix highlighting the variable of new markets, as well as, the cross-variables matrix was implemented to obtain the various strategies for the positioning of the “Divino Niño” clinical laboratory